Creative Advertising - Planning and Development

Paper Code: 
ABM 501
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

Course Outcomes

Learning and teaching strategies

Assessment Strategies

On completion of this course, the students will be able to;

 

CO56: Discuss the role of advertising strategic planning and apply various aspects of creative strategy.

Approach in teaching:

Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration, Team teaching

Continuous assessment test, Semester end examinations, Quiz, tutorials, Assignments, Presentation, Individual and group projects

CO57: Understand message strategies, along with appeals and approaches

CO58: Comprehend copywriting skills for various platforms.

Learning activities for the students:

Self learning assignments, Effective questions, Giving tasks

 

CO59: Interpret the nitty-grity of advertising on Internet

 

 

 

9.00
Unit I: 

Advertising Strategic Planning
Situation analysis, Advertising Objectives, Means End Theory (Leverage Points), Target Audience, Product Image And Personality

9.00
Unit II: 

Creative Strategy
The Big Idea, USP, Creativity & Creative Thinking (Free Association, Divergent Thinking, Analogies & Metaphors, Right Brain Thinking), Creative Process

9.00
Unit III: 

Message Strategy
Buying Motives, Types of Appeals, Rational, Emotional (positive and negative) and Moral appeals, Message Approaches, Message Execution, Concept of Copy & Copywriter, Main steps in copy development, Essentials of good copy

9.00
Unit IV: 

Copywriting for print
Types of print copy - Display Copy & Body Copy, Copy elements – Headline, Sub Headline, Body Copy, Caption, Slogan, Call outs, Tag line, logo - Signature, Call to Action
Copywriting for radio
Tools of Radio copy writing, Characteristics of Radio copy, Various techniques of Radio Copy writing
Copywriting for television
Tools of Television copy writing, Characteristics of Television copy, Scripts & Story Board

9.00
Unit V: 

Effective Advertising for the Internet
Search Engine marketing, Writing for the internet –banners, web ads, websites, Types of internet ads, Writing for Social Media- Instagram, LinkedIn and Facebook

Essential Readings: 

• Chunawala S.A., Sethia K.C., Foundations of Advertising Theory and Practice, Himalaya Publishing House, Mumbai K. C, Book. Edition, 4th. Publication 2006.
• Batra, Rajeev, Myres, John G. and Aaker, David A., Advertising Management, Prentice-Hall of India, New Delhi, 2009, 5th Edition.
• Advertising Media Planning, Seventh Edition, Jack Z. Sissors and Roger B. Brow, Mc GrawHill.

References: 

• Wells William, Burnett, John, Moriarty Sandra, Advertising Principles and Practice, Pearson Education, New Delhi 10th Edition 2018
• Jethwaney Jaishri, Jain Shruti, Advertising Management, Oxford University Press, 2006
• Ogilvy on Advertising, David Ogilvy, Prion; 2014
• Agarwal P.K., Advertising, Sales Promotion And CRM, A Pragati Edition
• Belch George E, Belch Michael A, Advertising Promotion, Tata McGraw Hill Publishing Ltd, New Delhi 2013, 9th edition
• Michael J Evyl, Bruce J. Walker, William J. Stanton, Ajay Pandit, Marketing ,Tata Mc Graw Hill Education Pvt. Ltd 2010

Academic Year: 
2022-2023
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